Anna Fernandes

I’m a Commercial Planning and Retail Strategy professional with 15+ years in fashion retail, combining corporate planning rigor with entrepreneurial leadership. I’m known for turning data into practical commercial decisions across merchandising, demand, purchasing, and inventory.

As a Creative & Strategy Director, I lead strategic product planning and commercial initiatives for a fashion retailer with R$10M annual revenue, balancing omnichannel execution across e-commerce and physical stores. I manage cross-functional coordination with suppliers, seasonal collection planning, and supplier sourcing—achieving a 15% reduction in production costs through alternative raw materials and manufacturing solutions.

As Founder & CEO of NA.LOO Fashion Brand, I built and scaled a women’s fashion e-commerce operation with R$1.8M annual revenue. I led a multidisciplinary team, managed manufacturing and supply partners, and owned end-to-end e-commerce performance monitoring, from pricing and sales forecasts to inventory planning and financial controls.

I bring a strong Business Intelligence mindset—using KPI-driven processes and tools like Power BI and advanced Excel—to support executive decision-making. I’m currently expanding my expertise through Executive Education in Artificial Intelligence for Business Leaders, with a focus on how AI can strengthen planning and forecasting.